Thesis on "International Marketing an Emerging"

Thesis 4 pages (1266 words) Sources: 5 Style: APA

[EXCERPT] . . . .

International Marketing

An emerging criterion onto which the marketing campaigns are built more recently revolves around geographic features. This is useful in the context of international operations as it helps the organization best address the diverse needs of its actual and potential customers (Graham and Cateora, 2006). To best understand how this practice is being implemented by international organizations, one should take the example of three organizations and their marketing schemes.

Nike: Brief company profile

Nike was established in 1972 by a former athlete who had a strong desire to design more comfortable shoes. Based in Oregon, the company soon became an international success, mostly due to its strong marketing campaigns and well implemented brand. Nike Inc. is a manufacturer of high quality sports shoes, apparel and accessories. They currently employ 32,500 individuals and register annual sales of $18,627 million (Hoovers, 2008). The organization has outsourced its manufacturing operations to less developed countries; marketing and design remain to be conducted within the United States.

Nike: Scope of operations, Marketing strategy for each of the regions in which it operates

The primary aim of Nike's marketing operations is to capture the attention and raise the interest of the consumer; they intrigue the audience and as such create the desire to purchase. In 2006, Nike created a marketing campaign in Germany with the occasion of the FIFA World Cup. The Joga Bonito (Play Beautiful) was focused on rediscovering the beauty of football. Another campaign relating to football was created this year, in Spain, as the Euro 2008 commenced. In the United States, Nike recently attempted to increase sales of women's apparel by developing a video with dance instructions from pop singer Rhiana (Nike Inc. Website, 2008).

Nike: Differences among the company's marketing strategies per region

The main difference between the marketing campaigns in each region is given by the variety of messages sent by each campaign. In Spain for instance, the message referred to a better understanding between team and crowd; in Germany, the audience was invited to discover the beauty of football and in the United States, the women were given the opportunity to stay cool and fresh.

Nike: Similarities among the company's marketing strategies per region

All Nike's campaigns are based on its brand and they all have the ultimate purpose of increasing sales. Aside from this, most of the advertisements feature well-known athletes, football or basketball players, and a wide variety of sports personalities. Also, all campaigns try to deliver a strong message. The latest tendency in Nike's marketing campaigns is to focus on delivering a message that would often make the world a better place.

Danone: Brief company profile

Groupe Danone (also known as Danon in the United States) is a French-based organization, activating in the food industry. They were founded in 1919 in Paris and they now operate across a wide multitude of countries, selling dairy, baby food and water products. The organization currently operates with a total of 76,044 employees and registers annual sales of $18,805 million.

Danone: Scope of operations Marketing strategy for each of the regions in which it operates

Just like with all for-profit organizations, the primary aim of Danone's marketing campaigns is to increase sales. The approach taken in their marketing operations is that of increasing the awareness of leading a healthy life by consuming healthy products - the Danone products. The most relevant example in this sense was the U.S. campaign called in Soviet Georgia, which revealed the possibility to live longer lives given that the viewer consumes the Danone products. In Spain for instance, they implement a campaign focused on the cuerpo danone; it adveritised yoghurts and sent the message that yoghurt consumption leads to a fit body. The marketing campaigns are not solely based on the Danone products, but also on the… READ MORE

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